Академический Документы
Профессиональный Документы
Культура Документы
Environment
Objectives
Know the environmental forces that affect the
company’s ability
to serve its customers.
Realize how changes in the demographic and
economic environments affect marketing decisions.
Identify the major trends in the firm’s natural and
technological environments.
Know the key changes in the political and cultural
environments.
Understand how companies can react to the
marketing environment.
Key Environments
Marketing Environment
The actors and forces that affect a firm’s
ability to build and maintain successful
relationships with customers.
Aspects of the marketing environment:
Micro-environment
Macro-environment
Micro environment
Competitors
Publics
Marketing Intermediaries
Micro environment
Departments within the company
impact marketing planning.
Suppliers help create and deliver
customer value.
Treat suppliers as partners.
Marketing intermediaries help sell,
promote, and distribute goods.
Intermediaries take many forms.
Types of Publics
Financial
Media
Government
Local
General
Internal
Citizen Action
The Macro-environment
Demographic
Economic
Natural
Technological
Political
Cultural
Macro-environment
Key Demographic Trends
World population growth
Changing age structure
The U.S. population consists of seven
generational groups.
Baby boomers, Generation X, and
Generation Y are key groups.
Distinct segments typically exist within
these generational groups.
Key Generations
Baby Boomers Born between 1946 and
Generation X 1964
Generation Y Represent 28% of the
population; earn 50% of
personal income
Many mini-segments exist
within the boomer group
Entering peak earning years
as they mature
Lucrative market for travel,
entertainment, housing, and
more
Key Generations
Baby Boomers Born between 1965 and
Generation X 1976
Generation Y First latchkey children
Maintain a cautious
economic outlook
Share new cultural
concerns
Represent $125 billion
in annual purchasing
power
Will be primary buyers
of most goods by 2010
Key Generations
Baby Boomers Born between 1977 and
1994
Generation X
72 million strong; almost as
Generation Y large a group as their baby
boomer parents
New products, services, and
media cater to GenY
Computer, Internet and
digitally saavy
Challenging target for
marketers
Macro-environment
Key Demographic Trends
Changing households
Increasing Diversity